With my team, we’ve already invested a huge amount of time and money into this project.
We can’t stop now, otherwise we’ll have lost everything.
Stop!
But what if this is actually the right moment to stop working on it?
There’s a concept called sunk costs.
Sunk costs are resources, time, money, that have already been invested and that, no matter what, can never be recovered.
The real question isn’t: have we already invested too much to stop?
But rather: given what I know today, would I start this same project? And does it make sense to continue?
Sometimes, it’s better to stop and start a new initiative that will bring more value than to keep going on a project just because we started it and continue losing money.
And you, do you have an example of a project where you invested too much and should have just stopped?